A design company is defined as a company which markets products and services to other companies and/or entities within the company itself, and which meets at least of one of the following criteria:
1. The company sells products and prototypes where design skills and -processes are critical elements to provide this offering.
2. The company sells services, creative ideas and competences where design skills and -processes are critical elements to provide this offering.
3. The company sells new insights into consumer needs that contribute to change processes and innovation where social science skills, design skills and -processes are critical to provide this offering.
To be included in the analysis the company’s business model, communication and/or marketing should support at least one of the three criteria.